T-Mobile Tuesdays is the most underrated perk in wireless

The T-Mobile Tuesdays loyalty program has reached its tenth year, and to celebrate, the carrier is leaning even further into its generous rewards strategy. Against a backdrop of fee adjustments and other increases, it's easy to grow disillusioned with the carrier. However, gestures like T-Mobile Tuesdays make these frustrations easier to overlook.

Bringing value to customers

T-Mobile distributes everything from free tangible items and event tickets to discounts through T-Mobile Tuesdays. Last year, the carrier offered subscribers on eligible plans more than $900 in gifts, giveaways, and perks through the program.

While individual freebies may not always carry a high price tag, the ritual of visiting a store to pick up an item creates a brand connection that money can't buy. The popularity of the magenta blanket that the company distributed in December is a testament to that, with 2.3 million T-Mobile users clicking to claim the gift.

T-Mobile acknowledges that the Tuesdays program helps it hold onto wavering members, and customers don't mind as long as the freebies keep rolling in.

Rivals don't even come close

T-Mobile is criticised for not being selective about the quality of the items it gives away, but the fact that the program hasn't been replicated by AT&T and Verizon is another sign that T-Mobile isn't just distributing low-quality filler. There was chatter about Verizon initiating a similar program, and sure enough, the company does give out freebies via its Verizon Access rewards platform, but they are few and far between.

Differentiating

Many had hoped that Verizon's comeback measures would fuel a price war, but that hasn't materialized so far. T-Mobile preempted Verizon with a value-packed plan, but that plan isn't cheaper; it just packs more perks.

In this new landscape, carriers don't want to sacrifice their margins to keep customers. The new buzzword is value, and with T-Mobile Tuesdays, T-Mobile gets to provide value while differentiating itself. The best part for customers is that they don't have to work to get the rewards or sign up for a service or a plan for the perks to kick in. That makes Tuesdays a great way to stoke excitement.

Simple logic

Facilities-based providers like AT&T, T-Mobile, and Verizon are not affordable options. Incentives and rewards take some of the sting out of high prices. Besides, a program like T-Mobile Tuesdays is a surefire way to keep customers happy, and happy customers are less likely to leave a company. The enthusiastic response to the magenta blanket is perhaps a sign that delighting customers doesn't have to be complicated.